Magician, jester, hero. How archetypes help create a strong brand
A strong brand is like a good friend. You know something about him in general terms, you don’t see him too often, but meetings are always pleasant. Either he will tell an inspiring story, or he will amuse him with a joke. This is enough to form an opinion about a person. It's the same with the company.
Archetypes—models with a set of certain qualities—help to outline the image. For example, your friend seems funny because he constantly finds himself in funny situations. Brands use the same thing. Think of M&M's with their awkward talking jelly bean commercials. An archetype is a way to humanize a brand.
There are 12 archetypes. They allow:
build positioning;
articulate values;
stand out from competitors;
understand the desires of the audience.
So, let's look and recognize ourselves. If it doesn’t work out, the brand book will help you out – a guide to corporate style.
Jester
Examples: M&M's, Old Spice, Crunchteam.
Bold, cheerful, eccentric. He's a comedian, so he's not afraid to be funny. He will emerge victorious from any situation – all thanks to humor.
M&M's are exactly this type. The Old Spice commercial character is always on horseback, even when riding backwards. Khrusteam fantasizes that crackers changed the history of Russia.
Hero
Examples: Nike, Marlboro, Adrenaline Rush.
Fearless, strong-willed, fair. Not the instigator of a brawl behind the garages, but a valiant gladiator in the arena. He succeeds despite difficulties.
“Just do it,” says Nike. “I came, I saw, I conquered,” chants Marlboro. “You can do anything,” emphasizes Adrenaline Rush. Of course, only with their products.
Rebel
Examples: Harley-Davidson, Burger King, Diesel.
Catchy, self-confident, independent. Thinks outside the box and doesn't conform to norms. A sort of Bazarov in the world of brands.
Harley-Davidson calls for freedom and eternal youth. Burger King is famous for its provocative slogans, for example, the chicken snack was presented as follows: “We are completely smoked.” Diesel suggested being stupid but brave.
Mage
Examples: Apple, Tesla, Dyson.
Inventive, dreamy, brilliant. Tony Stark among archetypes. His super idea is to change the world for the better, and to do it with magical grace.
Apple, Tesla and Dyson are reminiscent of Ollivander's shop where they sell magic wands. Well, or a technique that is not inferior to them.
Seeker
Examples: GoPro, Jeep, The North Face.
Curious, energetic, active. Throws a lasso into the unknown, expands horizons. In search of a path, he challenges himself.
The heroes of GoPro videos jump with a parachute, feed lions, and go surfing. Jeep is about a passion for adventure. The North Face's slogan is “Never stop exploring.”
Sage
Examples: Intel, Google, Tripadvisor.
Smart, analytical, reliable. A good teacher: brings the light of knowledge, stands for objectivity. He doesn't raise his voice or manipulate facts.
Intel publishes performance data, and on Google the name is related to mathematics. In the Tripadvisor logo, the owl is a symbol of wisdom.
Lover
Examples: Victoria's Secret, Dior, “Ya”.
Attractive, mysterious, passionate. Strives to enjoy life, loves aesthetics. At the same time sensual and sensitive, not averse to flirting.
Shh, Victoria's Secret is keeping a secret. Dior asks the question: “What are you willing to do for love?” “Where there is pleasure, there „I““, – pronounced in a half-whisper.
Nice fellow
Examples: H&M, Beeline, Pyaterochka.
Good-natured, simple, predictable. Add yours to the board. The average resident is the same as everyone else. It is easy to find a common language with him: he is calm, not a brawler.
H&M focuses on accessibility for everyone; “Beeline” is written with a small letter because it is more convenient and faster for people. You want to eat every day, Pyaterochka helps out.
Innocent
Examples: Kinder, Coca-Cola, McDonald's.
Carefree, optimistic, joyful. Plays with the inner child. Conveys an atmosphere of comfort and a feeling of happiness. You see him and warm memories come to mind.
Kinder promises to give joy, Coca-Cola is associated with the New Year, and McDonald's attracts with bright colors.
Caring
Examples: Dove, Volvo, “Clear”.
Responsive, empathic, soft. Like a sympathetic parent, he will listen and support. If necessary, he will hug you and even sing a lullaby. His priority is quality and comfort.
Dove helps girls overcome concerns about their appearance. Volvo called its cars the safest in the world. “I see” – for mental health.
Creator
Examples: LEGO, Adobe, Pandora.
Original, creative, visionary. He is an artist himself, so he attracts others to his creativity. It gives room for self-expression and encourages creativity.
With LEGO you can build a whole world, with Adobe you can realize the potential of the creator, with Pandora you can create a unique piece of jewelry.
Ruler
Examples: BOSS, Mercedes-Benz, Rolex.
Powerful, decisive, high-status. A stereotypical director in an expensive black suit who drives an equally expensive black limousine. Exudes confidence and shows leadership.
BOSS – the whole position is in the name. Mercedes-Benz slogan: “The best or nothing.” Rolex has nothing less than a crown on its logo.
Archetypes can be mixed – that's okay. So, Ax is both a Lover and a Jester at once. But for better recognition, one archetype must dominate.
